Flash array vendor Pure Storage has poached rival Violin Memory’s Steven Rose to fill the post of EMEA VP as part of a major expansion of its executive leadership team in the region.

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A former British army officer, Rose has also served with Commvault and Veritas during a career spanning over 25 years, and will be tasked with building on the growth Pure has seen on this side of the Atlantic since it made the leap one year ago.

Also joining the storage firm – one of a wave of flash storage advocates currently laying siege to the likes of EMC and NetApp – in recent weeks are Cisco man Carlo Wolf, who will run Central EMEA, and EMC’s Peter Gadd, who as previously reported has taken on the Northern EMEA remit.

“We are only just beginning to see how flash storage is changing the way we work just as it has changed our experience of interacting with data as consumers – whether it’s Google search, reading on a tablet, or snapping a photograph on a mobile device,” said Rose. “This same experience is coming to the enterprise.”

California-based Pure made its latest round of appointments after growing its sales eightfold in 2013 and growing its partner network from zero to over 200 partner organisations, currently accounting for 40% of its total sales – although as a privately-held company it is keeping quiet on how much it actually made.

Its unprecedented sales growth has also resulted in follicular tragedy for Pure CEO Scott Dietzen, who has taken a pair of clippers to his head after losing a bet that Pure would not be able to double its sequential growth between the third and fourth quarters.

“We’ve unfortunately found out what my head is shaped like under my fading fur,” said a chilly Dietzen, whose stunt also raised over $30,000 for a US homeless charity.

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